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How We Almost 2x Our Conversion Rate by Adding Sound to Our Casino Pre-landing Pages

Posted October 19, 2023
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When it comes to online marketing, improving the performance of pre-landing pages (or prelanders) is a constant challenge. While there are many strategies that could help increase the effectiveness of those pages, we, the Spudo Conversion Rate Optimization Team, took a thoughtful approach.

Our thesis is straightforward yet thought-provoking: We wanted to know if the inclusion of sounds into prelanders could engage users more effectively, or could it possibly act as a distraction or even an annoyance?

As we delve into this question, we aim to uncover insights that can help fine-tune the pre-landing pages for better results. We will outline our hypothesis, methodology, and how we increased the conversion rates of our pre-landing pages by 2X through the strategic integration of sound.

Objective

The primary objective of this study was to determine the impact of sound on marketing prelanders. The team aimed to answer the pivotal question: Does the inclusion of sound improve or hinder the performance of prelanders, and to what extent?

Hypothesis

The team began with the hypothesis that the addition of sound to prelanders would enhance user engagement. However, they were cognizant of the possibility that sound could also be a potential source of distraction or annoyance.

A quick look at the definitions

Before diving into the details of the case study, it’s important to clarify some key terms:

Prelander

A preliminary page that sets the stage for a user’s interaction with a product or service.

Click

Click refers to a user interacting with a prelander, which can originate from Google, Meta, or any other affiliate sources.

Signup

A signup happens when a user registers with a casino brand but doesn’t make a deposit.

Conversion

CRO (Conversion Rate Optimization) is the process of boosting a site’s performance to improve user actions.

FTD

FTD (First Time Deposit) occurs when a player registers and makes their initial deposit, which typically triggers a commission.

Assumptions

The team acknowledged that any conclusive results would require a substantial number of clicks. To ensure statistical significance, they set the threshold at a minimum of 25,000 clicks before drawing any conclusions.

Testing Procedure

To evaluate the impact of sound on prelanders, the team meticulously devised their test. They created two distinct prelanders:

  • “Prelander A” with sound
  • “Prelander B” without sound

A split test was conducted to directly compare the two versions, enabling them to make an informed decision about the inclusion of sound in their prelanders moving forward.

The Initial Results

The team embarked on their investigation by conducting a substantial split test in Canada, acquiring 18,000+ clicks on each prelander.

The initial results hinted at the possibility that Prelander A, with sound, outperformed Prelander B without sound. However, rather than jumping to hasty conclusions, the team decided to delve deeper into their research. They maintained both versions of prelanders for further testing, allowing their SMS team to run split tests with other prelanders and opt out the less competitive ones.

The Actual Results

After a rigorous and extensive testing phase involving approximately 225,000 clicks on both “Prelander A” (with sound) and “Prelander B” (without sound), the final results were indeed impressive.

Clicks per CPA

  • Prelander A (with sound): Clicks per CPA = 1364
  • Prelander B (without sound): Clicks per CPA = 2732

When scrutinizing the performance of “Prelander A” with sound and “Prelander B” without sound, the team’s data analysis revealed striking disparities. Prelander A, enriched with sound, demonstrated a remarkably low figure, with only 1,364 clicks needed to achieve a Cost Per Acquisition (CPA).

In stark contrast, Prelander B, devoid of sound, necessitated 2,732 clicks to reach the same CPA threshold. This stark contrast in performance suggests that the inclusion of sound enhances the efficiency of prelanders in acquiring new users. 

Clicks per Signup

  • Prelander A (with sound): Clicks per signup = 65.5
  • Prelander B (without sound): Clicks per signup = 124.3

Digging deeper into the results, the team’s findings extended beyond mere acquisition to the crucial metric of signups. For Prelander A with sound, the data unveiled a notably efficient conversion process, with just 65.5 clicks required to secure a signup.

In sharp contrast, Prelander B without sound struggled to convert users, with 124.3 clicks per signup. These figures point to a striking revelation: the addition of sound not only streamlines the acquisition process but also expedites user engagement and conversion.

The data revealed a clear trend. Prelander A, with sound, required roughly half as many clicks to achieve both signups and FTDs compared to Prelander B without sound. This leads to a compelling and unequivocal conclusion: the inclusion of sound significantly enhances the performance of prelanders.

The significance of these findings cannot be overstated. Prelander A’s efficiency, enabled by sound, shines as a beacon of the potential for optimized marketing strategies. It stands as a testament to the power of immersive and engaging user experiences, where sound acts as the catalyst for fostering a deeper connection with potential customers. 

We witnessed a clear trend

  • The data derived from the testing phase revealed more than mere numerical disparities; it unearthed a clear and unequivocal trend.
  • Prelander A, with sound, demanded roughly half as many clicks to accomplish two fundamental milestones – securing signups and First Time Deposits (FTDs) – in comparison to Prelander B, which omitted sound from its arsenal.

The Actual Results

In light of these compelling findings, the conclusion is irrefutable: the inclusion of sound in marketing prelanders significantly enhances their performance. This is not merely a data-driven revelation; it is a powerful assertion of the transformative potential that sound wields in the realm of digital marketing.

For businesses and organizations seeking to optimize their conversion rates, this case study serves as an inspiration, illuminating a path forward where sound becomes a pivotal tool for engaging users, enhancing conversion rates, and ultimately achieving marketing success.

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